Forget sweetened energy drinks, there has been a huge disruption in the market with a new player being introduced; Go Amplified Caffeinated Water! This caffeinated beverage was specifically designed for consumers seeking an energy-boosting product, that would provide a much-needed kick; without the inevitable crash. However, our target audience continues to demand beverages that offer purity, functionality and foster zero or minimal side effects.
The product finds itself residing in the ‘functional water category’ competing alongside electrolyte-enhanced water, protein-enhanced water, vitamin-enhanced water and any additional water products providing a purpose beyond essential hydration. The functional water category continues to rapidly grow due to the pressures of consumers demanding beverages that offer functionality without artificial ingredients, coupled with little or no added sweeteners. This may thus be viewed as a ‘white space’ opportunity whereby Go Water has grabbed the opportunity by the horns and has excelled significantly since it entered the market only 2 weeks ago!
“Originally developed for the U.S. military to give the troops a lift when they needed it most, while also ensuring they remained hydrated, we saw the retail potential for this product and decided to bring the concept to our domestic market and launch as a healthy, active lifestyle brand, giving our consumers an additional option when looking for a boost”, commented co-founder of GO Water and operations manager of J AND J Brand Company, Jan Strydom.
South Africa has witnessed a rising trend in obesity and much debate has circulated around taxing sugar-sweetened drinks in order to lessen the burden on the public health system as a whole. This factor thus emphasising the pressing need for a product like Go Water within the market in order to reduce the intake of high quantity sugared energy beverages. Furthermore, it tastes like water, which opens an exciting landscape for individuals to have a new outlook and perspective on drinking water.
With zero sugar, calories and preservatives this product goes a long way in ensuring the health of its users. Each bottle contains 50mg of caffeine, 10mg of Potassium, 10mg Magnesium, 10mg of Calcium, is gluten free and vegan. Our water comes from a mountain spring in Pennsylvania, USA with the spring being rumoured to house some of the purest water in the world with a TDS (Total Dissolved Solids) level of 4, exceptionally low when compared with most water brands.
The healthy recommended daily allowance of caffeine resides at 400mg per day. Go Water only contains 50mg per bottle and delivers more of a kick than your average cup of coffee; leaving you without that hated feeling of dehydration or the sugar rush experienced with most energy drinks on the market.
Go Water is the first of its kind in the South African beverage market and has made effective progress through already being available for purchasing at key Spar and Engen outlets; not to mention at Giovanni’s in Green Point and Liquor City in Claremont. With more locations and retailers being added weekly.
Go Water plans to align with events and causes in an effort to educate and engage with South African consumers in the following categories; Students, Athletes, Professionals and “Workaholics”.